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At the time the Mariners traded Randy Johnson, they had to carefully explain who Freddy Garcia was, much less Carlos Guillen and John Halama.
At the time Beane dealt Haren, he had to pretty much explain who Brett Anderson and Chris Carter were, though CarGo was hyped at the time.
When we got Cliff Lee, it was for three guys that were ????? to people in 29 cities.
When Beane cashed in Mark Mulder ... Daric Barton and Dan Haren were merely Cardinals prospects, not nationally-hyped prospects.
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I don't believe I have EVER seen a non-MLB blog focus on anything other than sizzle, other than SSI :- ) but it is interesting to see which GM's trust their own judgment far more than Baseball America's.  :- )
Tampa's does not, that I can tell.  They go with sizzle.  Of course the fans there do not have the robust "grandpa taught me the game" legacy that exists in, say, St. Louis.
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To be honest, it makes me kinda sick to my stomach to hear ESPN employees say "Org X doesn't have the prospects to compete for player Y."  When you read that, recognize that the blogger (or radio personality) is way out of contact with actual MLB thinking.
But yeah.  Tampa has to sell trades to an illiterate fan base.  As do the Mariners.